The Greens
30 private lawns, with table-side food and drink menus, and rooftop views of lower Manhattan. From idea to execution in a matter of weeks, The Greens was an entirely outdoor fine dining environment – one of the first new concepts launched in response to the increased COVID restrictions placed on restaurants in New York City. What started as a seasonal pop-up gained popularity and extended for two and a half years - as both a Summer and Winter concept. During the winter, The Greens converts into an upstate, downtown getaway – where we installed 30 custom-fabricated cabins and rebranded the entire experience.
Concept | Design | Guidelines | Production
With a rapidly changing COVID landscape, and a 'see what sticks' strategy from the team – we created a nice, tight brand guideline to make sure whatever activations, partnerships, or additional services we added to the experience felt on-brand and cohesive.
During the Winter – with no sign of COVID restrictions letting up, we designed and installed custom fabricated cabins to occupy the same footprints as our mini-lawns. We teamed up with Dante to create an incredible line of custom pre-bottled cocktails and created the coziest winter dining setting in New York.
Deliverables – Concept Execution, Logos, Technical Design and Fabrication, On-Site Brand Touchpoints, Out-of-Home Advertising Campaign, Website, Socials, Brand Guidelines
Creative – Me & The Howard Hughes Studio
Illustration – Ty Williams
Production – Brittany Ricca
Photos – Ryan Muir, Keeyahtay Lewis, Arkan Zakharov
Video – Endorphin
Interior Design – Anne-Sophie Pailleret
Fabrication – Endorphin, Heini
Partners – Heineken, Chase Sapphire, IKON Pass, Dante